Sony Start Your Story

For over 40 years, Sony has been a familiar name in Australian consumer electronics, yet research showed that many customers were unaware of the breadth of its camera range or which products best suited their needs. Studio 3AM was engaged to create a visual identity for Sony’s digital imaging arm, bringing its cameras and lenses together under one clear system. The identity was designed to help customers navigate Sony’s range, from first-time photographers to experienced professionals, while keeping photography and filmmaking at the centre. A flexible, modular system allowed each application to shift its emphasis between language, imagery and product depending on the audience and context.

The range was unified under the master line Start Your Story, positioning Sony’s cameras and lenses as tools for storytellers at every level. A framing device inspired by picture frames, photo borders, editorial layouts and photobooks became the core graphic element, creating space for imagery to lead while giving the system a consistent structure.

Start Your Story turns a broad and complex product range into a clear, familiar system without flattening the individuality of each camera or audience. The modular framework gives photography and videography space to remain the hero, helping customers find the right product while inspiring the next generation of storytellers.